Economic Value of the Advertising-
Supported Internet Ecosystem
June 10, 2009
Authored by
Hamilton Consultants, Inc.
With
Dr. John Deighton, Harvard Business School, and
Dr. John Quelch, Harvard Business School
HAMILTON CONSULTANTS
Cambridge, Massachusetts
3.4 Hardware providers
HAMILTON CONSULTANTS
2
Executive Summary
1. Background
1.1
Purpose of the study
1.2 The Internet today
1.3 Structure of the Internet
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2. The Advertising-Supported Internet
2.1
Internet advertising segments
2.2 The value of the advertising-supported Internet
21
3.
Internet Companies and Employment by Internet Segment
3.1 Overview of Internet companies
3.2
Summary of employment
3.3
Internet service providers (ISPs) and transport
3.5
Information technology consulting and solutions companies
3.6
Software companies
3.7 Web hosting and content management companies
3.8
Search engines/portals
3.9 Content sites: news, entertainment, research, information services.
3.10 Software as a service (SaaS)
3.11 Advertising agencies and ad support services
3.12 Ad networks
3.13 E-mail marketing and support
3.14 Enterprise-based Internet marketing, advertising and web design
3.15 E-commerce: e-tailing, e-brokerage, e-travel, and others
3.16 B2B e-commerce
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4. Companies and Employment by Geography
4.1 Company headquarters and total employees by geography
4.2 Census data for Internet employees by geography
4.3 Additional company location data by geography
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5. Benefits of the Ad-Supported Internet Ecosystem
5.1 Overview of types of benefits
5.2
Providing universal access to unlimited information
5.3 Creating employment
5.4
Providing one of the pillars of economic strength during the 2008-2009
recession
5.5
Fostering further innovation
5.6
Increasing economic productivity
5.7 Making a significant contribution to the